Albatross Tours has announced James Hewlett as its new Director of Sales & Marketing. Joining the company as Director of Marketing in 2023, Hewlett now steps into this expanded role to lead the company’s sales and marketing strategy for 2025.
The announcement follows a standout 2024 for Albatross Tours, which saw the company win the NTIA’s ‘Most Outstanding Tour Operator – Specialised’ award for the second consecutive year.
Managing Director Shelley Poten highlighted the significance of Hewlett’s contributions to the company’s recent achievements.
“2024 was an exceptional year for Albatross Tours, winning the prestigious NTIA ‘Most Outstanding Tour Operator – Specialised’ for the second consecutive year,” Poten said.
“James has made a significant impact since joining the executive team and has been a pivotal contributor to our successes. We are delighted that James’ role has evolved to lead the Sales & Marketing Strategy in 2025.”
Where do you know James Hewlett from?
Hewlett brought over two decades of industry experience to Albatross Tours when he joined as National Sales Manager in late 2023. Before joining Albatross, Hewlett was engaged by the Australian Travel Industry Association (ATIA) to focus on corporate partner engagement strategies and assist in the rollout of its individual membership program. His work with ATIA further cemented his reputation for strengthening industry relationships and delivering innovative programs.
Hewlett also worked with Collette for just over seven years where he developed a deep understanding of touring operations and customer-centric strategies.
Before this, Hewlett held a leadership role at Wendy Wu Tours, where he focused on building strategic partnerships and enhancing the company’s sales efforts.
In addition, his previous roles with Hurtigruten and Titan Travel included leadership in sales, strategic partnerships, and team development, positioning him well for this new role.
In a prior interview with Karryon, Hewlett expressed his enthusiasm for Albatross’ small-group tour model.
“I’ve always admired the Albatross model—small group tours with a focus on authentic European experiences. It’s an honour to work with a company that genuinely prioritises its customers and trade partners,” he said.
Looking ahead
Hewlett’s promotion comes as Albatross Tours prepares for an active 2025. Following back-to-back NTIA wins, the company aims to maintain its position as a leader in specialised touring with its signature focus on small-group European experiences. With an emphasis on building industry partnerships and delivering exceptional experiences, the company remains committed to fostering innovation within the sector.
“We continue to grow our talented team with the ongoing recruitment of a National Sales Manager, European Touring Specialists, and several Marketing roles to support our industry partnerships,” Poten said.
